Breitling, like many Swiss brands has a problem. Just like Honda cars, they have an ageing customer base and although models like the Navitimer, Avenger and Top Time all tick the right boxes for many watch enthusiasts, there’s no denying the the Breitling For Bentley thing is no clickbait for younger consumers.

The solution? A quartz range, in brighter colours, lower entry prices and a partnership with a global fitness app.

Here’s the word from Breitling’s press office;

Breitling’s Endurance Pro, featuring a thermo-compensated SuperQuartz™ movement, is the ultimate athletic watch, positioned in the brand’s Professional range. Designed both as a lightweight watch for active sports users, and a casual, everyday sports chronograph, it is the perfect lightweight luxury sports watch.

The launch is accompanied by the Breitling Endurance Pro Strava Challenge, which offers the opportunity to compete for some incredible prizes. That comp got underway about a week ago by the way, so you only have a few days to get your cycle clips on.

The Breitling Endurance Pro combines an ultra-lightweight 44 millimeter Breitlight® case and a thermo-­compensated SuperQuartz™ movement ten times more accurate than conventional quartz, and it offers optimal comfort, matchless precision, and functionality that will appeal both to committed athletes and to more casual sports enthusiasts.

Designed for men and women who lead active lives, the Endurance Pro is equal to the challenges of a rigorous workout but fashionable enough for everyday wear.

As Breitling CEO Georges Kern explains, “When Jan Frodeno first became a member of our Triathlon Squad, he asked me what Breitling he should wear. We started brainstorming about the perfect sporty lifestyle watch and that conversation led to the development of the Endurance Pro. With this watch, we adapted our SuperQuartz™ technology to the needs of people who play hard. The Breitlight® case is so light it won’t interfere with anyone’s training routine or sporting activity.”

Strava App Partnership

Breitling have tried hard to connect with a younger generation using Strava. That’s not to say that a 50-year old guy cannot log his racing bike rides, or attempt an Iron Man of course – lots of older people use Strava. But fitness as an integral part of your lifestyle is an easier habit to maintain when you’re under 40, so the tie-in with Strava is a smart move by the Swiss watch giant.

Those who take part in the Strava Challenge, which goes live on 26 August 2020, will be competing for some great prizes, including a Breitling Colnago C64 bike, Breitling Endurance Pro watches, and Breitling jersey kits. To be eligible for the prizes, competitors will have to complete 500 minutes in the activities of their choice; swimming, running, cycling, hiking, or another sport.

Unlike triathlon stars, participants in the Breitling Endurance Pro Strava Challenge have just two weeks to rack up their 500 minutes. The winners will be selected at random from the pool of competitors who complete the Challenge. Additional information is available at www.breitling.com/endurancepro.